Increasing Your Conversion Rate
Lead Generation is one thing, converting those leads into dollars and cents is another. When it comes to conversion, merely having visitors to your website isn’t enough. At its core, conversion stems from generating quality interaction and experience between the user and your website or content. Regardless of whether your endgame is the sale’s page or a simple sign up, it is critical that you create a relationship between your visitors and what they see on your webpage. While this can seem incredibly daunting, there are straightforward strategies and practices you can implement in order to boost your conversion rate and reach your financial goals.
Identify Your Audience
Identifying your audience is step number one in almost every marketing exercise. If you don’t know who you are selling to then you are ill equipped to know how to sell to them. When creating content for social media or ads that you hope will lead to clicks, you must understand who you want to engage with your content. Only then can you create content that establishes relationships and converts those fought for leads into sales. The internet is bloated with content, so make sure that you take the time to define your audience so that your content stands out against the crowd.
The Value Proposition
You know your products and services backwards and forwards, your potential customers do not. It is important that you convey the value of your products and services efficiently. If customers must dig through several pages or dissect paragraphs just to know what a product does, its value proposition is not being leveraged effectively. The innate value of your product and the needs it fulfills should be the focal point of any marketing around it. Make sure that your customers can easily access and understand what needs in their lives that your business can fulfill. When you know your audience, you know what key features they’re searching for, make sure to highlight or illustrate those wherever you are pitching your product.
Streamline Your Website
Often the sheer number of steps between lead generation and final sale can be what prohibits a conversion rate from being a successful one. There are few instances where direct selling from your lead generation strategies is going to be appropriate. That said, once users are on your website, you don’t want them to have to sift through a dozen pages to purchase your products and services. Streamline your website by eliminating unnecessary account creation, user forms, and additional pages that users might be redirected to to complete a sale. Utilize e-commerce platforms to streamline your sales process and utilize intuitive menus and design in order to allow users to quickly view other products and checkout when ready.
The User Experience
Keeping up appearances is important to the user experience. As important as it is to expedite your checkout process, it is also important to make sure that the user has a good experience with your platform. Make sure that your website is up to date not just with its plugins and links, but also with its design. Organized menus and clean layouts carry a lot of weight when it comes to the accessibility and useability of your website. Breaking up large blocks of text with visuals, and even with buttons, can help not only create visually appealing material but also act as an effective call to action. Make sure that you utilize all the tools at your disposal to create a website that doesn’t just function well but looks well too.
Content Creation
How much content are you creating? Is your content consistent in format and tone? Is your content varied? Based on the same set of topics?
These are all important questions to ask yourself because they are similar to the questions your audience will be asking themselves. Content is the grease that keeps the wheels of your conversion process moving. Written, audio, and video content are great tools to convey the value propositions of your products and services. While they may be seen as an extra step towards the sale, they can help firmly establish the need for what you have to offer and lock down the sale before your visitors have hit the sales page.
Incentivizing and Charged Language
A great way to lead your visitors from content to the sales page is to create incentives and calls to action. Pepper your content with charged language that encourages execution of the sale and creates emotional responses to either the customer need or the urgency of the situation. Use firm words and phrases like “take action now” or “while there’s still time” in order to stimulate the idea that your visitor needs to purchase your products and have their needs met while they are on your sight. It is much easier to engage further with someone already on your site than it is to tempt them to come back later.
Personalization
As you highlight the value of your products, streamline the experience, and create further content remember the key point at the start. Increasing your conversion rate stems from knowing your audience. Utilize analytic tools from social media platforms and plugins from website hosting services to gather user data and tailor their experience on your platform to their activities and behaviors. This step can be daunting, and even impractical for some, however WordPress and other sites offer a variety of tools that can help track behavior from visitors and accounts that will allow you to suggest different products and services to add to their cart.
Test and Re-Test
When you know your audience, you can create effective strategies and content to help boost your conversion rate once generated leads hit your website. However, not every idea and strategy are going to work to its intended rate. At the same time, effective strategies may not work indefinitely. When it comes to increasing your conversion rate it is critical to both test and re-test using some of the strategies and tips discussed here. When something works, find ways to implement it into other products or pages. When something doesn’t work, see what you can do to pivot that strategy and create a more successful experience for both you and your visitors.
Featured Image:
Image by Gerd Altmann from Pixabay
